Define your goal

Before starting a video project, use the creative brief to define your objective, identify your audience, and build a solid foundation to keep your project strategically focused. 

Be concise

Unless your content is a lecture or performance, shorter videos will have a better chance of being viewed all the way through. Tell your story with precision to keep your audience watching and interested in what you have to say. Use footage to say what you can’t say in words; use text to communicate what your footage can’t show. You rarely have to do both at once. 

Leverage our brand assets 

Demonstrate our brand attributes and reinforce our key messages through careful use of imagery. Use our graphic elements to add energy and strengthen brand recognition throughout.

Quality is clarity

Making sure your video is easy to see and hear will ensure a more successful and effective piece. If you have access to equipment like a tripod, external microphone, and lighting kit, that will certainly help, but even if you are shooting your video on a smartphone, seek out simple techniques to optimize your work.